Customer Reviews

Branding: Brand Strategy, Design, and Implementation of Corporate and Product Identity (Design Directories)

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If you have a message (and don't we all?) this book will show you how to get that message across. By drawing on the examples of classic "branding masters" like McDonald's and Starbucks as well as promising newcomers, Helen Vaid brings a fresh perspective to the world of branding that is clearly grounded in the principles that drive not just emotional excitement but brand loyalty and economic value. Helen's experience, as both an expert advisor to well-known companies and as a senior executive at companies like on-line phenom Snapfish, sparkle on just about every page. The message of this book is simple: that the secrets of branding can be understood and translated into a creative and practical approach that will transform your words into meaning, your logo into an icon, and your promise into a reality. This book delivers that message in an engaging and memorable way that ranks among the many examples of great branding to be found here. The book includes an historical showcase highlighting both U.S. and European brand masters that alone may be worth the price. Whether you prefer simply to grab a quick cup of coffee at McDonald's and look at the wonderful illustrations, or dive into to the subtleties and sophistication of this book as you sip an espresso at Starbucks, you will find this book both useful and inspiring. -Joe Gill

The factors influencing branding are changing so dynamically most of the historical references are going out of date quickly. My opinion is that many of the brands you see leading in this book will likely be replaced by companies that are really paying attention to the possibilities of the future, rather than just reading about the past.